Academic Level Master’s Degree
Experience 14 Years
Date of Birth 25/07/1983
Marketing professional with 14 years of experience in Brand Marketing, CRM, Loyalty, customer marketing, Digital Marketing, Data driven Marketing & Channel Marketing in Cement Industry and Retail (Offline & Online- Ecommerce) Industry. A keen planner and strategist with proven track records of consistently increasing the sales / profitability of the company
International Certification in Product Management (2022 - Present) Institute of Product Leadership
Undergoing International Certification in Product Management with IPL from Feb22 (ICPM2022C Cohort). Major courses undergone are Product Management Fundamentals, UI/UX and Design Thinking, Agile Product Management, Product & Digital Marketing and Digital Product management.
MBA - Marketing (2005 - 2007) Dept of Agricultural Rural Management, Tamilnadu Agricultural University
Undergone Fulltime MBA program with specialization in Marketing and Agri business from 2005 to 2007. Passed with 8.5 grade & Joined Spencer Retail Ltd as Retail Management Trainee in 2007 through campus placement.
Bsc Agriculture (2001 - 2005) Pandit Jawahar Lal Nehru College of Agriculture & Research Institute
Pursued Bsc Agriculture - 4 years professional course from 2001 to 2005 with 8.3 grade.
Work & Experience
Dalmia Cement Bharat Ltd (2006 - Present ) Marketing Lead
Design, Launch & Manage channel loyalty programs for Dealers & Retailers (Dalmia Delight) & Influencers (Architects, Engineers, Contractors & Head Masons – Dalmia Masters Program) across South & West Zone to engage channel partners & build brand loyalty. Launch Loyalty & CRM programs to increase the brand retention and repeat rates through a superlative brand experience and non-linear growth initiatives in collaboration with cross functional teams. Manage day to day program operations and drive the growth & success of the program. Be the subject matter expert & own program member benefit calculations, approvals, disbursements and member communications. Budget Management: Responsible for planning & effective utilization of dealer channel marketing budgets for South & West Markets. Build great relationships and Work collaboratively with cross functional teams (Finance, Marketing, analytics, IT, Legal & Sales functions) to manage, analyze program performance, reporting and ensure smooth functioning of loyalty programs. Data analytics & reporting: Drive strong data analytics driven Trade scheme & loyalty programs with focus on program profitability, KPI’s & ROI - (RFM analysis, K-means Clustering, Logistics & Linear regression modelling). Evaluate program KPI performance & provide actionable recommendations to internal teams based on timely meaningful accurate data analytics & reports. Customer lifecycle Marketing: Map & optimize customer journey, define Customer segmentation & design persona based marketing strategies to drive program spends, Member engagement & ROI. (New member acquisition, adoption, Engagement, retention, referrals and increase customer lifetime value). Manage the recruitment and on-boarding of channel partners via digital, Telephonic & offline channels. Ideate & execute innovative engaging CRM elements & build strong brand connect with channel partners. Drive persona-based engagement and growth initiatives to build and scale up a highly engaged dealer community with focus on driving advocacy and growth. Identify and nurture high value customers to share relevant stories through acts of advocacy. Campaign Management: Plan & execute campaigns segment & persona wise for Premium cement brand (DSP) to increase spend on brand & distribution penetration. Support key promotion launches by designing customer communication plan & process flows. Agency Management: Manage creative, Loyalty, BTL, Martech & event agencies related to Loyalty & CRM programs to maintain the relevance and growth of program member KPI’s. Integrated Digital Marketing Campaigns: Drive clutter free digital marketing campaigns & contests to grow diverse Dalmia users, advocates, prospects and partners. Engage, retain & build strong brand advocacy among channel partners. Build efficient CRM tool & execute lead generation campaigns for new dealer acquisition, customer enquiries through omni channel marketing (Digital, Telephonic & offline channels). Set up & own necessary CRM Infrastructure CRM Tool (Moengage-app), Call Centre (Inbound & Outbound), Whatsapp chatbot, SMS & IVR for customer information inflow, customer care & complaint resolution. Be the custodian of customer experience, Provide best in-app user experience (Suvidha & Dalmia Delight) & customer engagement through digital initiatives & gamification programs. Responsible for managing the UI/UX of digital apps & deliver best in class response & resolutions rates. Work with App teams to improve the platform experience at every customer touch point & deliver best in class platform experience. Provide access & ensure that key stakeholder are able to self-resolve, certain frequently used services and queries which are repetitive in nature though portals, App & whatsapp chatbots. Event Management: Coordinate & manage Tradeshows, Exhibitions, Annual dealer awards conferences, New Product Launch, Brand Transition, Sporting event & brand Sponsorships. Devise & extend branding support for channels partner & consumer centric schemes to achieve incremental sales. Co create plans with Product Marketing teams for specific product initiatives (Brand display contests/ Product specific Trade & consumer schemes/ Product based meets/events). Extend branding support for internal Trade schemes, Product promotions, Consumer facing initiatives, Events & Trade exhibition activations (BTL collaterals:- Danglers, Streamers, Posters, Banners, Wobblers, Product literature, Lenticular, Leaflets. Digital support: Program Landing Pages, Whatsapp & Direct mailer campaigns). Plan & execute Last mile brand Visibility initiatives at dealer & retail counters through BTL collaterals & brand merchandise at POS. Competition Mapping: Market visit for customer & channel partner interactions, understand new market developments in terms of branding, programs & Trade scheme. Conduct Market research studies, Price tracking & Monitor market trends
EMIBAZAAR- E-commerce startup, Chennai (2013 - 2016 ) Senior Manager- Catalogue, Loyalty & Digital
Ecommerce: Orchestrate website & handle digital media planning, strategy, execution plan to maximize sales & profitability. Planning and control of budget spends by allocating budgets to different channels. Optimize marketing performance by using A/B testing. Work on customer acquisition funnel in collaboration with other internal Sales & Marketing teams. Plan & execute all digital marketing efforts including SEO, SEM, Inbound & email marketing to grow loyal customer base. Manage Display & Remarketing advertising campaigns and affiliate marketing to drive organic & inorganic site traffic and improve conversions of ecommerce store. Performance Marketing: Devise and Implement best practices in online Customer acquisition, retention & growth. Execute Social media engagement campaigns to build customer advocacy, retentions & referrals & ensure increased loyal customer base & customer lifetime value (CLV) Driving campaigns from planning to execution in order to improve traffic to website, enhance new customer acquisition & retention. Execute email marketing automation campaigns to nurture the existing loyal customer base and generate traffic to website. Implement comprehensive programs to increase lead generation and user engagement. Social media marketing: Orchestrate engaging social media campaigns & PR activities. Identify, follow and participate in all relevant social media platforms. Manage, Motivate and constantly upgrade a team marketing professionals including Content Marketer, Content writers, Search Marketer & Graphic & Web designers. Promote SAAS based loyalty Program on all digital channels (Focus): Design & execute Loyalty rewards programs & Digital CRM campaigns for banking clients. (Indus Ind Bank, HDFC, ICICI & SBI, Kotak-Credit card division). Cross promotional campaigns: Devise & implement monthly promotional campaigns & offers for banks credit card, Go air and Bajaj Finserv customer base to drive incremental business volumes through direct mailer catalogues & email automation campaigns. Notable Credits: Designed online microsite rewards catalogue for Indusind bank (themorestore.com) for Credit card, Debit card point and points plus pay based redemption programs. Delivered 3.5 crores sale/Month through bank direct mailer catalogues & email campaigns (HDFC. ICICI, SBIGE, Indusind & Kotak bank).
Accentiv (Loyalty & Rewards agency)- Edenred Group, French MNC, Chennai (2010 - 2013 ) Senior Manager- Rewards & Loyalty
Design & Manage loyalty programs, Rewards management & CRM campaigns for Indian and international clients. Creating rewards catalogues, and executing end to end program for clients that includes premium clients in banking (HDFC, SBIGE, ICICI, CITI, and SCB& AXIS), BPO sector, Customer & Channel Partner Loyalty Programs & Employee Rewards & Recognition. Continuously introduce new reward platforms & merchandise to create exciting rewards catalogues beneficial to both client, company and end customers. Manage rewards catalogues for client’s loyalty programs & ensure budgeted sales & margins are met. Handle purchase and distribution of rewards worth 180 crores yearly with rewards fulfillment to 1million end customers across India in specified timeline. Maintain 15 days inventory month on Month basis. (Inventory Optimisation) Achieve 95% TAT in Fulfilment of orders for all the clients and over all company. Analytics & reporting: Provide timely meaningful reports to clients on daily basis & ensure accuracy of data for better control, enhanced program participation & program improvement Ensure program operational efficiencies are maximized by regularly developing systems & tools for effective Business operations & automate manual processing tasks where possible. Financial Planning, demand forecasting, OTB & Timely replenishment of rewards inventory. Vendor Management, Payments reconciliation & ensure reduced lead times for rewards delivery. Notable Credits: Nominated for Highest Level of Performance- Global Eagle award across our Group Company (500 employees) for Best Performance. Achieved 100% Topline (180 Crores) and Increased rewards business Net Margin From 7.5% to 10% in 2011- 12 Financial Year. Designed and revamped digital rewards catalogues of banking sector clients and increased the redemptions of HDFC bank rewards catalogue from 80 lakhs a month to 3 crore per month, ICICI- 40 Lakhs to 85 Lakhs per month, SBIGE 25 Lakhs to 55 Lakhs per month. Achieved Fulfilment 95% TAT Fulfilment, Liquidated dead stock from 2.5 Crore to 40 Lakhs with inventory Turnover Ratio of 3.56 for 2011-12 Year. Developed and Implemented Points Plus Cash loyalty Business vertical for Accentiv’s client Rewards Programs.
Coromanel International Ltd, Seunderabad (2009 - 2010 ) Area Retail Marketing Manager
Responsible for P&L in supervising cluster of 20 super market stores & two warehouses. Execute Brand ATL & BTL activation as per set guidelines. Conducting catchment area market research, Plan and launch new stores. Responsible for execution of marketing & promotional interventions to increase store walk-in & sales. Plan and launch “Mitra club” card based loyalty program to enhance customer spends & brand stickiness. Maximize sales by post purchase customer engagement through “Mitra club” loyalty program. Analyse program reports to understand consumer buying behavior & improve effectiveness of program with focus on Profitability & ROI. Manage audio visual displays for promotions & outdoor branding (hoardings) at key locations. Ensure inshop branding, Visual Merchandising, POPS, store name boards are in place before store launch & Maintain brand hygiene at store level as per SOP. Ensure timely execution of weekly offers & promotions with the help of posters, Banners and leaflets. Timely stock replenishments to stores in sync with the merchandise buying cycle. Accountable for ensuring smooth support functions and further integration with store operations team. Notable Credits: Launched 20 “Mitra” brand of Retail lifestyle stores in tier II towns of Andhra Pradesh. Increased the sales of Kurnool zone from 18 Lakhs to 4.0 Crore per month in period of six months. Successfully implemented innovative marketing teaser campaigns for store launches creating hype in the market for new store launches competing with brands like MORE & Spencers.
Spencers Retail Ltd, Kolkata (2007 - 2009 ) Regional Category Manager
The Growth Path: Sales & Supply chain: Perishables Category Manager (Fruits & Vegetables)-Merchandising, Chennai Aug’07 – Jan’08 Category Merchandiser- National Sales & Supply Chain Team Jan’08 - Jul’09 (Fruits & Vegetables Merchandising) (SAP- IS RETAIL- Merchandising), Functional Consultant, Kolkata Aug’08 – Apr’09 Notable Credits: Accountable for increasing National Fruits & Vegetables margins from 11% to 15% every month. Instrumental in increasing sale of fruits & vegetables category by 10% & net margin from 6% to 12% in Chennai region (Rs. 83 Lakhs / month & Rs 75 / sq.ft). Secured 6th best management trainee position among a group of 88 management trainees all over India.
Honors & awards
2021 Best B2B Trade Campaign- Bronze Category Award
Won Best B2B Trade Marketing Campaign - Bronze Category Award at Dragons of Asia,2021 for Dalmia Delight Program.
2011 Global Eagle Award- Nominee
Nominated for Highest Level of Performance- Global Eagle award across our Group Company (500 employees) for Best Performance.